What resonates with me about the
field of Environmental Psychology (or ecopsychology) is the role of influence. Influence
is at the core of each of the theories and Influence is what we want to achieve
when we are communicating about environmental issues.
Needless to say, Influence does
not infer that we are influential in the direction we desire, in fact, we could
unwittingly be influential to our opposed direction. So how can we have more confidence
in achieving the kind of influence we are interested in?
In pulling apart the underbelly
of influence (I refer to an underbelly because underneath our preferred word
lies a concept, even we environmentalists prefer to avoid) is the "Cause/Effect"
law.
At the heart of ecopsychology
theory are two questions: 1) What is the cause? 2) What is the effect?
Now, to revert to my statement
that even environmentalists shun the Cause/Effect law, before any disagreements
arise to quickly, I refer to green technology innovation. As humans, one thing
we love is something new (once we finally embrace it, that is). We rush
head-long as if in love. We rapidly make decisions with little thought of the
consequences (effect), because we are so convinced that our technology (cause)
is the solution.
Millions of dollars later, our
innovation tar pit traps our hopes and dreams, financial capital, careers, and
public confidence. Our mammoth technological revolutions jut out of the
quagmire like abandoned beasts. But these failures, unfortunately, are not
forgotten, as the public and some of the media retort, "Oh, it was green?
It failed? Of course, green never works." The refusal to be completely
honest in our green technological development process, our overlook of the
weakness of our systems, creates our own legacy of skepticism and buffers the
ability of the exceptional green technologies to garner sufficient financial
investment and public adoption.
Deeply incorporating the Cause
and Effect law into the innovation design process may seem expensive,
tangential, or even painful – but it is part of responsible innovation. Taking
the time to consider the consequences of our darling technology, and
identifying its limitations (or even problems) is as unromantic as staring into
the face of an attractive person you just met (and you think you want to date),
only to suppose and develop a laundry list of "why nots."
Essentially, saying, "Look, I know we just met and I really like you
already – but before I kiss you, let's get things straight – tell me all about
your baggage." It is a buzz kill.
But no matter how fond of them we
are, our environmental messages, services, and technologies aren't prospective
mates. No matter how exciting they seem at first, they are actually our tools
of Influence. In order to Influence in our preferred direction, we must muster
the courage and take the time to scrutinize our innovations in light of the
Cause and Effect law. In doing so, we can abandon a concept earlier (if need
be), preserve our precious resources; or we can push forward with all our
energy as we are now armed with an explored, tested case.
One of the favorite metaphors
among environmentalists is the Butterfly Effect; wherein even slight behaviors
(causes) of say a butterfly flapping its wings, can be felt (effect) at significant
distances from its source. At least at the level of cognition, we recognize the
validity of the Cause and Effect law, but that recognition all too often fails
to permeate to the level of our behavior. When it comes to our own personal
favorite habits or ideas, isn't it tempting to think they are exempt from this
law?
About the Author: Allison Frederick
writes on environmental and sustainability related issues, particularly as they
relate to environmental psychology and green brand strategy.
